《市场营销》（英文版） Chapter 10 Services Differentiation

Objectives Identify Differentiating Attributes Choosing Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy Market Evolution C2000 Prentice Hall

©2000 Prentice Hall Objectives Identify Differentiating Attributes Choosing & Communicating Effective Positioning Marketing Strategies Along the Product Life Cycle Marketing Strategy & Market Evolution

Product differentiation Conform Fea- Perfor- Form Qualit ance tures mance Quality Dura Relia Repair. bility bility ability Style Design C2000 Prentice Hall

©2000 Prentice Hall Product Differentiation Form Fea￾tures Perfor￾mance Quality Conform￾ance Quality Dura￾bility Relia￾bility Repair￾ability Style Design

Services Differentiation Ordering Installation Customer Ease Consulting Customer Maintenance Delivery Training Repair C2000 Prentice Hall

©2000 Prentice Hall Delivery Services Differentiation Ordering Ease Maintenance & Repair Customer Training Installation Customer Consulting Miscellaneous Services

Differentiation Personnel Channel C2000 Prentice Hall

©2000 Prentice Hall Differentiation Personnel Channel

Image Differentiation Media Atmosphere Symbols Events C2000 Prentice Hall

©2000 Prentice Hall Media Atmosphere Symbols Events Image Differentiation

Important Profitable Distinctive Differences worth Establishing Affordable Superior Preemptive C2000 Prentice Hall

©2000 Prentice Hall Differences Worth Establishing Affordable Superior Profitable Preemptive Distinctive Important

Positioning is the act of designing幼 e company offering and image to occupy a distinctive place in the幼 he target markets mind p298 C2000 Prentice Hall

©2000 Prentice Hall Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the the target market’s mind. P 298

Sales Profit Life Cycles a Introduction Growth Maturity Decline Time C2000 Prentice Hall

©2000 Prentice Hall Sales & Profit Life Cycles Introduction Growth Maturity Decline Sales Time & profits ($)

Four Introductory Marketing Strategies Promotion High LoW Rapid- OW High skimming skimming strategy strategy Price Rapid- Low penetration penetration strategy strategy C2000 Prentice Hall

©2000 Prentice Hall Four Introductory Marketing Strategies Rapid￾skimming strategy Rapid￾penetration strategy Slow￾penetration strategy Slow￾skimming strategy Price Low High Promotion High Low

Maturity Stage Market modification Product modification Marketing-MiX Modification C2000 Prentice Hall

©2000 Prentice Hall Maturity Stage Market Modification Product Modification Marketing-Mix Modification